Change search
Refine search result
1 - 3 of 3
CiteExportLink to result list
Permanent link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Rows per page
  • 5
  • 10
  • 20
  • 50
  • 100
  • 250
Sort
  • Standard (Relevance)
  • Author A-Ö
  • Author Ö-A
  • Title A-Ö
  • Title Ö-A
  • Publication type A-Ö
  • Publication type Ö-A
  • Issued (Oldest first)
  • Issued (Newest first)
  • Created (Oldest first)
  • Created (Newest first)
  • Last updated (Oldest first)
  • Last updated (Newest first)
  • Disputation date (earliest first)
  • Disputation date (latest first)
  • Standard (Relevance)
  • Author A-Ö
  • Author Ö-A
  • Title A-Ö
  • Title Ö-A
  • Publication type A-Ö
  • Publication type Ö-A
  • Issued (Oldest first)
  • Issued (Newest first)
  • Created (Oldest first)
  • Created (Newest first)
  • Last updated (Oldest first)
  • Last updated (Newest first)
  • Disputation date (earliest first)
  • Disputation date (latest first)
Select
The maximal number of hits you can export is 250. When you want to export more records please use the Create feeds function.
  • 1. Blombäck, Anna
    et al.
    Brunninge, Olof
    [external].
    Corporate identity manifested through historical references2009In: Corporate Communications. An International Journal, ISSN 1356-3289, E-ISSN 1758-6046, Vol. 14, no 1, p. 404-419Article in journal (Refereed)
    Abstract [en]

    The purpose of this paper is to focus on how firms draw on historical references in corporate marketing. The paper seeks to analyze the logic behind such efforts from a corporate identity perspective and to propose potential risks and/or benefits of doing so. The paper aims to inspire the understanding of how references to history are used in marketing and the outcome of such use. The paper mainly draws on literature relating to corporate marketing and the use of history in organizations. Combining these theories, and pointing at empirical examples, the paper clarifies why references to history can be important manifestations of corporate identity. The paper comes up with propositions concerning what consequences the reference to history in corporate marketing can have for firms' marketing strategies and business development. The paper outlines a connection among corporate identity, organizational identity, and image through corporate communications. It suggests that among the range of corporate characteristics, historical references can be particular valuable for corporate communications thanks to the reliability age can provide (as opposed to liabilities of newness). Still, elaborations suggest that the planned use of historical references has both pros and cons in terms of business development. Despite the notion that history, as an inevitable and distinctive firm feature, can play an important role in corporate marketing, research on the topic is quite scarce. This paper offers some remedy to this gap by elaborating on the internal and external rationales for applying historical references and how these can be explained in connections between corporate identity and history.

  • 2. Blombäck, Anna
    et al.
    Brunninge, Olof
    University of Borås, Swedish School of Textiles.
    The dual opening to brand heritage in family businesses2013In: Corporate Communications. An International Journal, ISSN 1356-3289, E-ISSN 1758-6046, Vol. 18, no 3, p. 327-346Article in journal (Refereed)
    Abstract [en]

    Abstract Purpose – This paper seeks to uncover why and how the combination of family and company history in family businesses implies idiosyncratic opportunities in the process to uncover, activate, and nurture heritage-based corporate identities and brands. Design/methodology/approach – The discussion is specifically informed by the literatures on brand heritage, family business, and the notion of hybrid identities. To illustrate this typology of history communication in family businesses the paper relies on web site observations in Sweden and German-based family businesses. Findings – Based on the construct of brand heritage, the paper clarifies why the entwinement of family and business provides fertile ground for brand heritage. The presentation of a typology of ways to communicate family, business and family business history respectively further reveals the varying openings and practices of family businesses in this area. Research limitations/implications – The paper primarily takes an external marketing orientation and is conceptual. Practical implications – The distinction of two sources of brand heritage in family businesses and the typology of approaches to reflect history in corporate communications should be of interest for practitioners. The findings can serve as an eye-opener and instrument in the planning of strategic marketing. Originality/value – The paper focuses on brand heritage and heritage branding from a family business perspective. Being hybrid identity organizations, characterized by entwinement of family and company history, family businesses offer particular perspectives to the heritage brand discussion. Keywords Brand heritage, Branding, Corporate communication, Corporate identity, Family business, History, Family firms, Germany, Sweden

  • 3. Holm, Olof
    Integrated marketing communication: from tactics to strategy2006In: Corporate Communications. An International Journal, ISSN 1356-3289, E-ISSN 1758-6046, Vol. 11, no 1, p. 23-33Article in journal (Refereed)
1 - 3 of 3
CiteExportLink to result list
Permanent link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf